Question

100 ATC and just 2 sales. What's your POD stores ratio from ATC to sale? So far I'm getting ATC for $1-2, $16 per IC. I've been testing conversion campaign with IC objective and haven't yet tested for purchases, but still the ratio seems pretty low. Is that the COVID effect or just my offer/ads suck?  

Answer 1

On a $30, 000, 000 a year eCom sctore we generally see a 8% ATC -> Purchase rate on cold traffic, 15% ATC -> Purchase rate for re-targeting then 18-20% on ATC re-targeting. Yours is 2%, so I'd say you have an issue with your checkout or your delivery / shipping costs and times are putting people off once they've gone to purhcase.  

Comments

Thanks for info! Do you offer any discounts on ATC re-targeting, or just tailor the ad specifically to get them back in store

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Regards to my 2%. I have free shipping and since it's POD and fulfilment is in USA, then shipping times are relatively fast as well. People might be waiting for some discounts since I don't have them right now and I don't use any scarcity tactics like timers and stuff.  

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@benildis No discount, just adding some urgency to the messaging. We generally use DPA campaigns so the creative is just catalogues

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Unless there's a sale on, where we would just re-iterate the sale pricing

Answer 2

Problem in the user journey. Install hotjar and see what folk are doing, and check your Google analytics. Free shipping isn't always obvious. also we dropped free shipping for all orders and di free shipping over £20. Doubled the average order value. If you can, get some ux testing done

Comments

I did take a look at what people are doing. Basically they check out the product, choose their preferred options, upload the image for product personalisation and add to cart. Then either bounce right there and then or go to cart and then bounce from there.  

Answer 3

Start optimizing for purchases. There are no reason to do it other way around. See if you can get 50 weekly events. Not getting? Troubleshoot website & offer. Adjust your budget, and optimize for what you want (sales).